Published on February 17, 2014
Digital Out-Of-Home (DOOH) The Fastest Growing Segment in Advertising An always-on screen based society, constantly cultivating connections and information in the world around us…
…creates a powerful new intercept and opportunity to connect Right Place – Right Time =
Platform Attributes o o o o o 100% Digital Network Original, Award-Winning Programming Implied Endorsement DPAA Adherence Arbitron Measured
PetCARE TV 1,750 Waiting Room Screens 1.5MM Monthly Viewership Largest provider of digitally-delivered patient education programming in veterinary waiting rooms including: o o o o 3 to 5 minute program segments Relevant, timely topics Advertising rotation – 3x/hr Veterinary advisory board approves all content and commercials
PetCARE TV and CaerVision networks merged. Pros: · Quick boot · Fast downloads · Fast, easy migrations (small OS footprint) · Simplified content management · Great reporting capabilities · Excellent diagnostic information · Excellent email support Cons: · Lack of remote OS level updates (huge disappointment-had this with previous vendor) · Insufficient documentation regarding hours of operations and system time settings
Audience Profile • 36% 64% 17% Female gender age 15% 10% 16% 18% 18% 23% 18-24 25-34 35-44 45-54 55-64 65+ household income* Male The dominant profile for PetCARE TV visitors is female, aged 25 to 54, living in an upper income household. 17% 17% 26% 23% Less than $25,000 $25,000 to less than $50,000 $50,000 to less than $75,000 $75,000 to less than $100,000 $100,000 or more *based on the 87% of respondents who provided an income level.
PetCARE TV Viewership QUICK FACTS average # of office visits in the past month: 1.9 office visitors who noticed the PetCARE TV screen: 86% PetCARE TV viewers who plan to watch again: 81% 2% Compared to TV commercials viewed at home, 6 in 10 find PetCARE TV ads more believable. 7% More believable 31% Equally Believable 60% Less Believable not sure 46% of PetCARE TV viewers were prompted or reminded to ask the veterinarian a question after watching the programming.
Advertising Engagement Many viewers are interested in receiving the following PetCARE TV messages on their mobile device. Voucher for a free sample 33% Website address 19% Coupon 27% % interested “On a scale of 1 to 5 with 1 being not very interested and 5 being very interested. How interested would you be in receiving the following on your cell phone after viewing a relevant healthcare message on a television in your doctor's office?” answer: 4 or 5 out of 5 Base: PetCARE TV viewers.
Transactional Patients—After Exposure to PetCARE TV 65% of visitors go shopping on the same day of their vet appointment and an additional 24% shop within the next 1-2 days. Next Shopping Trip 60% 50% 40% 30% 20% 10% 0% 51% 10% 7% 7% 4% 2% “Where will your next shopping trip be?” “When will that next shopping trip occur?” Base: all PetCARE TV visitors.
Multi-Media Elements/Research Solutions
Call To Action Mobile Marketing 1. Patients view network and see commercial 2. Viewer sends text message to the number on the screen 3. Viewer gets text back with additional information-promo code, website link, etc. Literature Distribution 1. Place literature directly into consumers hands 2. Prominently displayed in all office locations 3. Promotes patient/doctor dialogue
With a full network campaign on any PetCARE network, for a minimum three month buy, advertisers have the opportunity to participate in an Arbitron Recall Study. Arbitron Advertising Effectiveness Study provides a comprehensive brand insight study in which non-competitive brands can participate. Only four brands can be included in the study, so this is offered on a first-come first-served basis. Examples of information collected in the Arbitron interviews: o Demographics – gender, age, income, etc. o Media engagement – including notice and viewing o Top of mind brand awareness o Advertising recall (unaided, aided, visually aided) and message retention o Attitudinal data and purchase intent o Proprietary questions from the advertiser/agency or PetCARE
PetCARE TV Networks are RELEVANT and ENGAGING o Provide pet-owners with pertinent health information in this “teachable moment”. o Create a dialogue with pet-owners “when and where” they’re most receptive to your messaging. o Provides brands prominence in their categories and viewing away from traditional commercial TV clutter. o Create unique sponsorship opportunities that extend beyond the veterinary experience.
Veterinarian Home. Home; About Us ... PetCARE TV is a leader in providing the veterinary profession with ... Media Network to form a new company, PetCARE ...
PetCARE TV brings the best possible digital waiting room education ... The PetCARE TV Network is managed ... California and CTCI out of Johnstown, PA.
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